AdRoll, a Facebook Exchange partner, announced Wednesday that it has rolled out ad retargeting in the News Feed. The company launched this capability earlier this month in beta, and opened it up to all AdRoll customers Wednesday. This way, advertisements can be tailored to target users’ activity off of Facebook.
AdRoll customers can now choose to target their ads on the Web, on the sidebar of Facebook, or in Facebook’s News Feed. Retargeting is when users are shown ads based on their browsing histories. For instance, if a user left Facebook and started browsing the inventory of local car dealerships, that user could then see an ad from one of those businesses promoting a car they may have been looking at.
The most common retargeted ads on Facebook are in the sidebar, but the capability is spreading to allow for retargeted News Feed ads.
AdRoll President Adam Berke explained his company’s newest feature in a blog post:
Retargeting in the News Feed has proved itself the killer app of Facebook advertising. We’ve run campaigns for more than 40 advertisers in our initial launch, and are seeing impressive results. We’re finding CTRs (click-through rates) to be in the single-digit percentages vs fractions of a percent – orders of magnitude larger than standard FBX ads. Based on this data and refinement of the new functionality, we’re ready to roll it out to a broader audience.
From our own dogfooding (or champagne-drinking, as it were), we quickly learned that one of the key benefits to these units, aside from premium placement and incredible response, is the social aspect. Unlike other retargeting ads, retargeted News Feed ads incorporate Facebook’s share, comment, and like functionalities. This gives you the ability to get additional free viral distribution of your ads as people interact, and your message gets distributed through their activity feed.
Advertisers: How often do you use retargeting in your Facebook ads?